Several industry organizations have partnered together to launch a new campaign to support California wildfire relief.
OTT.X, the nonprofit trade association that has been supporting the home entertainment industry for more than 30 years, announced it was partnering with Pledge, the world’s most trusted and innovative fundraising platform, and Cineverse, a next-generation entertainment studio, to launch a new campaign to support California wildfire relief.
Starting immediately, Cineverse and other OTT.X member companies are donating connected TV (CTV) ad inventory to support charities that are helping those affected. Viewers across dozens of streaming channels are prompted to text GIVELA to 707070 or scan a QR code to go to https://www.pledge.to/cineverse-LA-fire-support and make a donation.
Cineverse, which created the 15-second spot, is making it available to all OTT.X members to use on their linear FAST channels and AVOD platforms calling on their audiences to donate. Through Cineverse’s network alone, CTV advertising reaches approximately 80 million viewers per month. Channels currently running the spot include Barney, Comedy Dynamics, Crime Hunters, Dog Whisperer with Cesar Millan, Dove Channel, RetroCrush, and The Bob Ross Channel. Additionally, Cineverse has made a corporate donation of $10,000 to be split among the 10 charitable organizations supporting Los Angeles wildfire relief and initially part of this campaign.
Current charitable organizations included are:
• Altadena Girls is helping young girls regain their sense of self and confidence. Started by Avery, a local teen, whose community was struck by the devastating Eaton Canyon Fire, which led to the destruction of many schools, including her own.
• Animal Wellness Foundation has rescued countless animals affected by the Los Angeles fires. They urgently need monetary donations to provide medical care, food, and shelter for the growing number of burned and injured animals in their care.
• Baby2Baby has provided over 2 million emergency supplies to children and families affected by the Los Angeles fires. Your help ensures continued support in the difficult weeks and months ahead.
• BLHF: Boris Lawrence Henson Foundation is providing vital mental health services to marginalized communities in areas devastated by the LA wildfires, offering a path to healing and stability.
• California Fire Foundation supports families of fallen firefighters and the firefighters themselves. Your donation strengthens their work and supports California’s firefighters and the communities they protect.
• Chamber of Mothers L.A. Chapter is actively supporting moms and their families suffering from the LA wildfires through numerous local on-the-ground initiatives, including the preparation & distribution of post-partum care kits and providing psychological support services to moms and parents about parenting through this crisis.
• GoFundMe Org’s Wildfire Relief Fund is currently supporting relief and recovery efforts related to the Palisades, Eaton and Hurst wildfires burning in L.A. County by sending emergency relief grants of $1,000 each to individuals who have lost homes, loved ones and property.
• Los Angeles Food Bank, with partner agencies, is providing vital assistance to those impacted by the recent fires, which have disrupted access to nutritious food. Your support helps ensure ongoing relief.
• Pasadena Humane has rescued more than 400 animals from the Eaton Fire Emergency. They urgently need monetary donations to cover medical supplies and resources as they care for the increasing number of burned and injured animals arriving at our shelter.
• PATH: People Assisting the Homeless has responded swiftly to the devastating fires impacting Los Angeles County, which has affected their unhoused neighbors. Your support enables them to provide critical resources and assistance to those in urgent need.
OTT.X is proud to partner with Cineverse and Pledge to support the charities that will be there for our friends, family, and neighbors in the long road to recovery after the L.A. fires,” said Hollie Choi, OTT.X CEO and president, and managing director of EIDR. “By leveraging the power of our industry to amplify their reach, this initiative helps these charities support those who can lend a hand in the critical days and months ahead. Together, we can ensure that those in need have the resources they deserve as our community rebuilds.”
Erick Opeka, OTT.X vice chairman and Cineverse president and chief strategy officer, added: “I am proud to be part of a community of independent streaming video companies who are stepping up through OTT.X to support this recovery. Not only is it important in the broader sense to be helping those impacted by the wildfires, it is also necessary to raise awareness of the many organizations that may not have national brand awareness but are playing a significant role on the ground helping those who need it most.”
Pledge CEO James Citron added: “As a L.A.-based company, Pledge is deeply rooted in the community affected by these wildfires. Partnering with OTT.X and Cineverse allows us to combine our strengths — fundraising and media — to mobilize support and raise vital funds for trusted nonprofits providing critical relief on the ground.”